JESSICA HAMILTON ART DIRECTOR
CAMPAIGN OBJECTIVE
Raise awareness and encourage visitation among college students and those visiting the California State University, Fullerton campus on a regular basis.
KEY FINDING
The CSUF population desires high quality, FRESH food that tastes great. VARIETY is important in order for these consumers to keep returning. They also enjoy a casual atmosphere where they can feel comfortable, gather with friends, study, socialize and have FUN.
SELLING IDEA
The Gastronome is a fun and social dining experience that provides a variety of fresh, wholesome, cooked-from-scratch meals.
FRESHNESS, FUN, and VARIETY...
It's all in one place!
GASTRONOME (CAFE) - (noun) a connoisseur of good food; gourmet.
OUT-OF-HOME
The out-of-home media chosen for The Gastronome are banners that are placed on the main walkways around the Cal State Fullerton campus. Theses banners are effective because initially, the banners will grab the attention of those throughout the campus. The graphics on the banners are visually stimulating, and will increase curiosity of what The Gastronome is all about. The colors used are a vibrant combination of orange, green, and yellow, which emulate The Gastronome's interior design. By using the concept of FRESHNESS, FUN, and VARIETY, the consumer can acquire a clear understanding of what The Gastronome has to offer.
A map and address is included on the fourth banner as well as a scan-able QR code, in which consumers can receive step-by-step walking directions and daily menu options on their smart phones.
NEW MEDIA
The Gastronome App acts as a helpful and convenient tool for the students, faculty and staff. All they have to do is take out their phone, log into the app to check the news and updates. It is easy to use and fast to read, making it perfect for on-the-go. Not being able to easily find the dining facility may turn away potential consumers. Therefore, the foot-step navigation will allow the consumers to receive easy, step-by-step directions to The Gastronome from wherever they are located.